Keith MacKenzie

About

Most recently led the content strategy at Workable from ideation through to publication, engagement, distribution, and results. This involved crafting compelling, data-packed narratives that resonated with a diverse audience base of HR professionals, SME employers, and business owners worldwide. Not only do I write and edit, I collaborate with other teams in-house (product, growth, demandgen, sales, design, C-suite, etc.) and external (agencies, freelancers, fractionals, SMEs, etc.), to identify opportunties and implement solutions to maximize content reach and efficiency. The end goal is always to position the brand as a go-to authority in the space – to be the first brand one thinks of when they think about finding a solution. The way there is through thoughtful, innovative, engaging, and interactive content that makes the audience put their coffee down and pay attention. That's a hard thing to do in a content-crowded world and requires careful and deliberate approach.I'm also proficient in generative AI technology to optimize content production, which has been pivotal in driving further engagement. This approach, while questioned in some content marketing circles, has resulted in steady spikes in audience growth and acquisition numbers, establishing brands as pioneers in their industry.And finally – SEO is in a state of upheaval with audiences turning to search generative experience (SGE) as opposed to traditional search engine results. My work in SGE optimization has also delivered results, and I look forward to bringing this and my overall repertoire of experience to a brand that wants to elevate their presence in the space.